Revved up

Mersmelstein, Ellen; Zid, Linda Abu-Shalback
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p6
The article reports that new vehicle incentives are affecting consumer purchase intentions more than ever. A study from Harris Interactive and Kelley Blue Book found that 51 percent of U.S. adults planning to buy or lease a car in the next 12 months are unlikely to do so without incentives. The study also discovered that since General Motors Corp. (GMC) launched its employee discount for everyone promotion in June 2005, it had an increase in consideration levels among in-market car buyers. Chevrolet rose six percentage points from May 2005, and GMC rose four percentage points.


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